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Eye On with Heather Whaling, Founder and President, Geben Communication

Heather Whaling, founder and president of Geben Communication, a public relations firm headquartered in Columbus, Ohio, sees technology as a critical component of effective PR. She is a fan of how The Skimm, a newsletter and app aimed at female millennial readers, leverages both evolving technologies and content marketing approaches. “I also keep an eye on the podcast space because there are a lot of companies like NPR churning out good content there, and I think about how we could apply it to our clients,” says Whaling.

For Whaling, the idea of applying the narrative story-telling approach to the audio content experience is a trend to watch, especially as customer interactions move to voice-enabled devices. She says, “We can learn from what works in film, television, and narrative podcasts and apply those best practices as an extension of PR strategies.”

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As product manager of emerging platforms at Group Nine Media, a family of digital media brands, Chao Li's primary responsibilities are to identify new technologies that will help all of Group Nine's brands (NowThis, The Dodo, Seeker, and Thrillist) create more impactful storytelling and share stories across diverse platforms.

Heather Whaling, who founded the PR firm Geben at her dining room table in Columbus, Ohio, 9 years ago, is a longtime proponent of public relations (PR) professionals acting as technologists. "The majority of PR happens in and around online now," she says, pointing to how brands successfully leverage social media channels such as Snapchat and Facebook.